Settlement Story Celebal Tech – From Trade Fair to Market Entry: Celebal Tech: Why Hannover Became the European Hub

From the first trade fair contact to a permanent branch office: the internationally growing technology company Celebal Tech has chosen Hannover as its location. In this interview, Oliver Walla, the company’s European representative, talks about the reasons behind the decision, the role of hannoverimpuls – and why Hannover is more than just a trade fair venue for international tech companies.

Mr. Walla, Celebal Tech entered the Hannover market from India. What ultimately tipped the scales in favor of this location?

The decision in favor of Hannover was the result of several factors. The first contact actually came about through Hannover Messe – initially without any concrete relocation plans. But it quickly became clear: Hannover is not just a stage, but substance. The proximity to industry, the international focus, and the role of the trade fair as a global meeting point for technology and production were decisive for us. Hannover offers exactly the combination we were looking for for our entry into the European market.

Were there alternatives – and why did Hannover ultimately win you over?

Of course, we also looked at other locations. But Hannover stands out because of its industrial DNA. Our core customer segments are automotive, aviation, and industrial manufacturing – and this is precisely where Hannover is extremely well positioned. In addition, the city is ideally located geographically to serve the entire DACH region. This strategic function was a key deciding factor for us.

For readers who may not yet be familiar with Celebal Tech: How exactly does your company generate revenue?

Celebal Tech is a technology and consulting company with an integrated service portfolio. We combine data and AI solutions, cloud services, as well as SAP and application modernization. A particular advantage is that we do not view these topics in isolation; instead, we integrate them through our own platform and chatbot solutions. This holistic approach is in high demand among our customers.

What role does the Hannover location play within your international growth strategy?

For us, Hannover is the central hub for the German-speaking market. From here, we manage our activities in Germany, Austria, and Switzerland. At the same time, we are also establishing a branch in Switzerland, but Hannover remains our organizational and strategic center in Europe.

How did you get in touch with hannoverimpuls – and what role did the business development agency play in the relocation process?

This contact also originated at Hannover Messe. From the very beginning, the support was highly practical and concrete. hannoverimpuls not only connected us with relevant stakeholders, but above all guided us through the complex legal and organizational requirements – even before any employees were physically on site. Compliance in particular is extremely demanding for international companies. Without this support, our market entry would have been significantly more difficult.

Was there anything in the relocation process that surprised you in a particularly positive way?

Yes, clearly the proactiveness. The support did not end with the formal registration; it went far beyond that – including on-site assistance during the trade fair, access to networks, and continuous sparring. If I had to express it in terms of school grades, we would be at an A to B.

Where does Celebal Tech stand today in Hannover – and what has already been achieved?

After a good year, we can say: the decision has paid off. We have been able to establish our first solid business partnerships and will also be participating again at Hannover Messe 2026. For us, the signs clearly point to growth.

You exhibited with your own stand at Hannover Messe for the first time in 2025. What significance does the trade fair have for your growth?

A very significant one. The trade fair has given us enormous visibility in the European market – including high-quality leads, discussions at eye level, and international contacts. For us, that is “worth its weight in gold.” That is why one thing is certain: we will be back in 2026 with our own stand.

From your perspective, what does your decision in favor of Hannover say about the location in international competition?

Hannover is underestimated internationally. The city offers an excellent entry point into the German and European markets – especially for technology companies. The proximity to industry, the openness of the local stakeholders, and the professional support provided by the business development agency make a real difference.

Finally: What advice would you give to other international companies considering establishing a presence in Germany?

First: Having your own EU branch is crucial if you truly want to grow here. Second: Seek early contact with the business development agency – it saves time, money, and nerves. And third: Be visible. A presence at trade fairs and industry events is not a nice-to-have, but a prerequisite for growth.

One last personal question: The name “Celebal” sounds unusual. Is there a story behind it?

Yes, there actually is. Originally, the company was supposed to be called “Sellebal” – derived from the English verb “to sell.” However, that name was already taken. So it became “Celebal,” a phonetic variation that stuck. In the end, we realized: what matters is not the name, but what you make of it. And with Celebal Tech, we are very satisfied today.

Jana Augustin, Team Settlement & Internationalization at hannoverimpuls, on Celebal Tech:

“Celebal Tech is an excellent example of how a sustainable location decision can grow out of an initial trade fair contact. Hannover impresses international technology companies not only with its industrial strength, but also with the close integration of business, academia, and global networks. Our goal is to support companies closely from the first conversation through to operational implementation – quickly, unbureaucratically, and solution-oriented. The fact that Celebal Tech now uses Hannover as its European hub demonstrates how attractively the location is positioned in international competition.”

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